Charlotte Rhys, the premier luxury bath, body and lifestyle brand, has appointed The Lucre Group to handle its PR and digital content. The win strengthens the agency’s Home & Lifestyle division, which will look after all of Charlotte Rhys’ owned and earned communications across the UK.

Founded in South Africa, the company is looking to make its mark in the UK. Priding themselves as a luxury brand with a conscience, Charlotte Rhys has strong green credentials, tapping into the growing trend of ethical beauty. With self-care at the top of everyone’s agenda after a difficult year, Lucre will be launching the full Charlotte Rhys range to the UK’s health and wellbeing market through an ongoing PR and influencer programme.

RICH, Lucre’s content division, will also be tasked to deliver an integrated digital strategy, creating content that resonates with the brand’s audience and making it work hard across a number of platforms. From SEO and social strategies to website development, the RICH team will build on the brand’s online presence.

Co-founder and managing partner Janet Rhys, said: “It’s a very exciting time for our business as the brand expands into the UK market. Innovation is at the heart of what we do, and the Lucre team perfectly understood our ambitious vision. We’re confident that they’ll be able to increase the profile of the brand through an integrated communications strategy.”

Sophie Spyropoulos, owner director at The Lucre Group, added: “The Charlotte Rhys proposition fits perfectly with the current consumer market, as people seek ways in which they can be kinder to the planet. We’re delighted to have been appointed and are excited to support Charlotte Rhys in bringing luxury and ethical bath and skincare products to the UK market.”